AdExchanger
Context Vs. Cookies With Dotdash Meredith's D/Cipher Lead
Oct 8, 2024
In this engaging conversation, Lindsay Van Kirk, SVP and GM of Decipher at Dotdash Meredith, shares her journey from ad tech roles at AppNexus to leading contextual targeting solutions. She critiques the cookie-based systems she once supported, advocating for more reliable contextual tools. As she discusses the impact of Google's cookie policy changes, Lindsay emphasizes the success of Decipher in optimizing advertising strategies and enhancing collaboration between buyers and publishers, creating a thriving ad ecosystem.
44:49
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Quick takeaways
- Lindsay Van Kirk emphasizes that contextual targeting through Dotdash Meredith's D/Cipher offers a more reliable alternative to outdated cookie-based methods.
- Decipher enhances advertising effectiveness by analyzing user content consumption patterns rather than relying solely on historical data, thus improving monetization strategies.
Deep dives
Resurgence of Contextual Targeting
Contextual targeting has regained prominence as traditional ad targeting methods weaken due to privacy changes, such as the deprecation of third-party cookies. The newer, advanced contextual targeting combines first-party publisher data about content with audience data to enhance reach and uncover new advertising opportunities. For instance, Dotdash Meredith's launch of Decipher aims to capture the attention of intent-driven audiences visiting specialized site verticals. Despite Google's fluctuating plans on third-party cookies, Decipher is already showing potential to significantly influence monetization strategies.
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